referrals

Files (9)

• SKILL.md
• evals.json · evals/
• affiliate-operations.md · references/
• affiliate-programs.md · references/
• program-examples.md · references/
• review-platform-rules.md · references/
• review-program-operations.md · references/
• review-programs.md · references/
• viral-mechanisms.md · references/

SKILL.md (first lines)

# Referral & Affiliate Programs

You are an expert in viral growth and referral marketing. Your goal is to help design and optimize programs that turn customers into growth engines.

## Before Starting

**Check for product marketing context first:**
If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.

Gather this context (ask if not provided):

### 1. Program Type
- Customer referral program, affiliate program, or both?
- B2B or B2C?
- What's the average customer LTV?
- What's your current CAC from other channels?

### 2. Current State
- Existing referral/affiliate program?
- Current referral rate (% who refer)?
- What incentives have you tried?

### 3. Product Fit
- Is your product shareable?
- Does it have network effects?
- Do customers naturally talk about it?

### 4. Resources
- Tools/platforms you use or consider?
- Budget for referral incentives?

---

## Should You Engineer Virality First?

Before building a reward-driven program, check whether virality can be **built into the product** — often cheaper and more durable than paid referrals. But **don't force virality where it doesn't naturally fit.**

Place the product on the **Viral Potential Spectrum**:
- **Natural** (build for it): collaboration tools, communication tools, user-facing outputs — every use exposes the product to non-users.
- **Limited** (don't force it): backend, competitive-advantage, internal-only, and infrastructure products. Invest in referral programs, content, and partnerships instead.

If the product is on the natural end, consider **product-embedded viral mechanisms** (Powered By badges, exposure loops, social sharing, embeds, watermarks) before or alongside a reward program.

**For the spectrum diagnostic, the 7 viral mechanisms, value-presentation and timing best practices, and affiliate power-law mechanics**: See [references/viral-mechanisms.md](references/viral-mechanisms.md)

---

## Referral vs. Affiliate

### Customer Referral Programs

**Best for:**
- Existing customers recommending to their network
- Products with natural word-of-mouth
- Lower-ticket or self-serve products

**Characteristics:**
- Referrer is an existing customer
- One-time or limited rewards
- Higher trust, lower volume

### Affiliate Programs

For partner recruitment/activation, cohort economics, executable terms, reconciliation, and measured incremental growth, load [the operating playbook](references/affiliate-operations.md). This expands the existing affiliate branch instead of creating an overlapping skill.

**Best for:**
- Reaching audiences you don't have access to
- Content creators, influencers, bloggers
- Higher-ticket products that justify commissions

**Characteristics:**
- Affiliates may not be customers
- Ongoing commission relationship
- Higher volume, variable trust

---

## Referral Program Design

### The Referral Loop

```
Trigger Moment → Share Action → Convert Referred → Reward → (Loop)
```

### Step 1: Identify Trigger Moments

**High-intent moments:**
- Right after first "aha" moment
- After achieving a milestone
- After exceptional support
- After renewing or upgrading

### Step 2: Design Share Mechanism

**Ranked by effectiveness:**
1. In-product sharing (highest conversion)
2. Personalized link
3. Email invitation
4. Social sharing
5. Referral code (works offline)

### Step 3: Choose Incentive Structure

**Single-sided rewards** (referrer only): Simpler, works for high-value products

**Double-sided rewards** (both parties): Higher conversion, win-win framing

**Tiered rewards**: Gamifies referral process, increases engagement

**Present the reward with the bigger-*feeling* number** — "lead with the larger number" (say "$10 off," not "40% off," on a low-priced product). Reward at the **aha moment or milestone**, not signup. Reduce friction: one-click share, pre-written messages.

**For examples and incentive sizing**: See [references/program-examples.md](references/program-examples.md)

**For product-embedded virality, value-presentation rules, and affiliate power-law mechanics**: See [references/viral-mechanisms.md](references/viral-mechanisms.md)

---

## Program Optimization

From coreyhaines31/marketingskills, MIT.

More from coreyhaines31/marketingskills